{"id":8741,"date":"2020-09-11T09:56:25","date_gmt":"2020-09-11T04:26:25","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=8741"},"modified":"2024-06-10T11:35:16","modified_gmt":"2024-06-10T06:05:16","slug":"tommy-hilfiger-circular-fashion","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-circular-fashion\/","title":{"rendered":"Why We\u2019re Betting On Tommy Hilfiger To Steer The Circular Fashion Movement"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69fa91c47af65\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69fa91c47af65\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-circular-fashion\/#heres-what-tommy-hilfiger-has-done-in-the-last-few-years-to-create-social-impact\" title=\"Here&#8217;s what Tommy Hilfiger has done in the last few years to create social impact:\">Here&#8217;s what Tommy Hilfiger has done in the last few years to create social impact:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-circular-fashion\/#2018-the-tommy-hilfiger-social-innovation-challenge\" title=\"2018: The Tommy Hilfiger Social Innovation Challenge\">2018: The Tommy Hilfiger Social Innovation Challenge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-circular-fashion\/#2019-the-decision-to-switch-to-100-digital-design\" title=\"2019: The decision To Switch To 100% Digital Design\">2019: The decision To Switch To 100% Digital Design<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-circular-fashion\/#2020-the-tommy-make-it-possible-initiative\" title=\"2020: The Tommy Make It Possible Initiative\">2020: The Tommy Make It Possible Initiative<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/tommy-hilfiger-circular-fashion\/#if-you-want-learn-more-about-how-other-brands-are-shifting-towards-more-sustainable-practices-listen-to-our-podcasts\" title=\"If you want learn more about how other brands are shifting towards more sustainable practices, listen to our podcasts:\">If you want learn more about how other brands are shifting towards more sustainable practices, listen to our podcasts:<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>Tommy Hilfiger has recently <a href=\"https:\/\/responsibility.pvh.com\/tommy\/\" target=\"_blank\" rel=\"noreferrer noopener\">pledged<\/a> to change the way they design and source products and committed to going circular. Can they do this successfully? Absolutely.&nbsp;<\/p>\n\n\n\n<p>At the mention of Tommy Hilfiger, do you think of the athleisure, streetwear, high-waisted jeans and branded briefs of the 90s? So do we! Even today, their collaborations retain some of those strong \u201890s American preppy design elements that are very reminiscent of the \u2018Tommy Girl\u2019 aesthetic. After they established a strong foothold and created an indispensable space for themselves in the global market, they shifted their focus from design to innovation. Over the years, Tommy Hilfiger has grown into a premium and trusted brand that people can recognize from a mile away.&nbsp; Their willingness to experiment and their growth mindset has helped them build this culture of innovation and sustainability<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"heres-what-tommy-hilfiger-has-done-in-the-last-few-years-to-create-social-impact\"><\/span>Here&#8217;s what Tommy Hilfiger has done in the last few years to create social impact:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2018-the-tommy-hilfiger-social-innovation-challenge\"><\/span><strong>2018: The Tommy Hilfiger Social Innovation Challenge<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Two years ago, The Tommy Innovation Center in Amsterdam, Netherlands created a platform for businesses or individuals to submit proposals that had clear social impact &#8211; it could involve enhancing the lives of the people or communities within the fashion value chain, the second life of a garment, marketing or advertising in the industry, or other aspects of fashion. The brand gave out cash prices between \u20ac50,000 and \u20ac100,000 to three winners to support their ventures with a dedicated team of subject matter experts to provide direction on how to build these models. Omoyemi Akerele, one of Nigeria\u2019s most popular designers (also a BoF500 honoree) was a finalist of this award. <\/p>\n\n\n\n<p>Part of creating a culture of sustainability isn\u2019t just about what the brand does in-house. It\u2019s also about how consistent they are with creating platforms and spaces for co-collaborators to shift to more sustainable practices. It is no doubt that Tommy Hilfiger is invested in their mission to be more circular.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-instagram wp-block-embed-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.instagram.com\/p\/CAw-xYoBKYz\/\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2019-the-decision-to-switch-to-100-digital-design\"><\/span><strong>2019<\/strong>: <strong>The decision To Switch To 100% Digital Design<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Last November, Tommy Hilfiger announced that they\u2019d be implementing a completely digital design model. One that would meet consumer needs faster and in a more sustainable way. Daniel Grieder, CEO of Tommy Hilfiger Global and PVH Europe said, \u201cThe technology has become a fundamental tool in our collection design. It has the potential to significantly accelerate our speed to market and <a rel=\"noreferrer noopener\" href=\"https:\/\/www.vue.ai\/products\/on-model-imagery\/\" target=\"_blank\">replace traditional product photography<\/a> entirely. For our Fall 2020 season, our men\u2019s dress shirts will be 100% 3D designed and require no sample production; the difference will be almost indistinguishable from styles designed and presented historically.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2020-the-tommy-make-it-possible-initiative\"><\/span><strong>2020: The Tommy Make It Possible Initiative<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Tommy Hilfiger launched a circular fashion model called \u2018Make it Possible\u2019 to create fashion that <strong><em>\u2018Wastes Nothing and Welcomes All\u2019<\/em><\/strong>. The brand has promised that all packaging used across the business is fully recyclable by 2025. This move is a big one in a time where recycling continues to remain one of fashion\u2019s biggest problems.<br><br>There are very few brands that have adopted circular values beyond the\u00a0 \u201cnice-to-have\u201d phase. Tommy Hilfiger has adopted these as a core element of their business model. That\u2019s why we\u2019re betting on the brand to steer and inspire the fashion industry towards more sustainable practices. At Vue.ai, we\u2019re of the opinion that the future of fashion can\u2019t be anything but circular. Seeing brands step up to this challenge is the signal the retail industry needs at this time. While we\u2019re doing our part to solve <a href=\"https:\/\/www.vue.ai\/solutions\/automated-product-tagging\/\" target=\"_blank\" rel=\"noreferrer noopener\">retail\u2019s data problem<\/a>, it\u2019s the brands that can truly solve retail\u2019s sustainability problem.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"if-you-want-learn-more-about-how-other-brands-are-shifting-towards-more-sustainable-practices-listen-to-our-podcasts\"><\/span>If you want learn more about how other brands are shifting towards more sustainable practices, listen to our podcasts:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.vue.ai\/resources\/podcasts\/thredup-resale-and-sustainable-retail\/\" target=\"_blank\">Anthony Marino, President, thredUP <\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.vue.ai\/resources\/podcasts\/secondhand-luxury-consignment\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lauryn Vaughn, Co-Founder &amp; CEO, The Upside<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.vue.ai\/resources\/podcasts\/yerdle-and-commitment-towards-building-circular-economy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Andy Ruben, Founder &amp; CEO, Trove<\/a><\/p>\n\n\n\n\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Tommy Hilfiger has recently pledged to change the way they design and source products and committed to going circular. Can they do this successfully? Absolutely.&nbsp; At the mention of Tommy Hilfiger, do you think of the athleisure, streetwear, high-waisted jeans and branded briefs of the 90s? So do we! Even today, their collaborations retain some  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":8743,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[834,833,837,832,838,835,269,839,836],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tommy Hilfiger Will Steer The Circular Fashion Movement<\/title>\n<meta name=\"description\" content=\"Tommy Hilfiger has pledged to change the way they design and source products and committed to going circular. Can they do this successfully? 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